EAGLE, ID – The Idaho Potato Commission (IPC) launched its new television commercial during the Boise State University (BSU) vs University of Virginia (UVA) football game that aired live from Albertson's Stadium in Boise, Idaho in late September. As a long-standing Bronco sponsor, this marquee game presented an ideal opportunity to unveil the seventh installment of the IPC’s “Missing” commercial featuring the Big Idaho® Potato Truck, Farmer Mark and his ever-faithful hound.

“Every year the popularity of the Big Idaho® Potato Truck grows exponentially due in large part to the national television commercial that airs when the Truck isn’t on the road. As a result, consumers are exposed to the Truck for an entire year, as opposed to 6-months, the actual length of the tour,” explained Frank Muir, President and CEO, IPC. “Launching the commercial during the IPC’s nationally-televised marquee game at Albertson’s Stadium has become a tradition. Not only are we further supporting Idaho football but the strength of the brand is reinforced through the prominently placed Idaho® potato signage throughout the stadium, and the reporters are always excited to talk about spuds.”

During the game ESPN reporters made it clear to their viewers they were in Tater Nation. From footage of the Big Idaho® Potato Truck and non-stop shots of Spuddy Buddy, to a close-up of sideline reporter, Molly McGrath’s loaded baked potato, Idaho® potatoes were treated like MVPs from the kick-off to the very last play of the game.

The commercial airs through early April on popular networks like CNN, The Food Network, Headline News, Fox News and The History Channel, achieving more than 550 million audience impressions. To view it now, visit the IPC’s YouTube channel.

Established in 1937, the Idaho Potato Commission (IPC) is a state agency that is responsible for promoting and protecting the famous “Grown in Idaho®” seal, a federally registered trademark that assures consumers they are purchasing genuine, top-quality Idaho potatoes. Idaho's growing season of warm days and cool nights, ample mountain-fed irrigation and rich volcanic soil give Idaho® potatoes their unique texture, taste and dependable performance, that differentiates Idaho® potatoes from potatoes grown in other states.